The Effectiveness of AI-Generated Content in Increasing Purchase Intention: The Moderating Role of Self-Congruence among TikTok Users In Jakarta

Authors

  • Moch Rizal Universitas Teknologi Muhammadiyah Jakarta
  • Zaenudin Universitas teknologi Muhammadiyah Jakarta
  • Taufiqurahman Universitas teknologi Muhammadiyah Jakarta
  • Jazlyn Megan Proborini Universitas teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.55927/metropolis.v2i1.6

Keywords:

AI-Generated Content, Purchase Intention, Self-Congruence, Tiktok, Digital Marketing

Abstract

The rapid advancement of Artificial Intelligence (AI) has revolutionized digital marketing, notably through the rise of AI-Generated Content (AIGC). This research investigates the impact of AI-generated content on purchase intention among TikTok users, with self-congruence serving as a moderating factor. The study uses a quantitative, explanatory method with Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were gathered from active TikTok users in Indonesia via an online questionnaire distributed through purposive sampling. Results indicate that AI-generated content significantly enhances purchase intention. Moreover, self-congruence markedly strengthens the connection between AI-generated content and purchase intention. The findings suggest that AI-driven promotional content is more persuasive when consumers perceive it as consistent with their self-image, lifestyle, and values. This study adds to the literature on AI-powered digital marketing and consumer behavior by highlighting the strategic value of psychological alignment in boosting the effectiveness of AI-generated promotional content on social media

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Published

2026-06-04

Issue

Vol. 2 No. 1 (2026): January 2026

Section

Articles

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Copyright (c) 2026 Mochamad Rizal, Zaenudin, Taufiqurahman, Jazlyn Megan Proborini

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This work is licensed under a Creative Commons Attribution 4.0 International License.